BTS Army Merch is a very profitable online store specializing in KPOP merchandise for the band BTS and their fanbase, the BTS Army. Their most profitable products include jewelry, hoodies, plush toys and more.

Their extremely passionate customer base, the “ARMY” is the reason why the business is so successful. BTS is arguably the biggest band in the world and a complete worldwide phenomenon. They are often described as being more popular than the Beatles.

The ARMY is estimated to be a fanbase of 130 MILLION people worldwide! They are wholeheartedly dedicated to BTS and always buy new merchandise for concerts and fan meetups!

Their products are very difficult to obtain and cannot be found on AliExpress, therefore the niche has a very high barrier to entry. Due to private supplier relations and over 800,000 social media followers, BTS Army Merch Shop is at the forefront of this growing industry. 

Tell us a little about you, why did you start BTS Army Merch?

I started BTS Army Merch because I wanted to learn more about running a business. I am originally a fashion designer, but I wanted to expand my business knowledge, so I decided to start a drop-shipping store.

I choose the KPOP niche because it was something that I am personally interested in. It was my first drop-shipping store and I had no idea that it would end up being so successful and that it would soon become my full time profession. 

I am very grateful as it has allowed me to be completely independent and travel the world at the same time. I now feel I am ready to focus all my energy on my fashion design career as I have the business knowledge and funds needed to start my own fashion label which has always been my dream.

How and where is your merchandise made?

We have a private supplier in China that supplies us with our wide array of BTS merchandise. This relationship will of course be a part of the acquisition. 

How have you marketed the product and where are your customers originating from?

We primarily focus on Facebook ads and Instagram marketing. We have a large Instagram following which sends us quite a bit of traffic through our organic posts on that platform. Our main marketing focus is selling merchandise for upcoming concerts or marketing any trending products within the BTS niche. It’s a highly targetable audience.

For example: Army Boxes for the most recent album, or concert t-shirts for the next world tour. 

Our Top 10 Countries are :

United States
United Kingdom

How much time is spent on the business?

I only spend an average of 1- 2 hours a day on the business as it is highly automated. My tasks fall primarily on the marketing and creative side, developing and scheduling facebook ads, posting on Instagram and managing operations as needed.

I work with a customer service Virtual Assistant who spends an average of 2-3 hours a day on the business as well. His tasks include responding to emails and following up with our drop-shipping agent via our Whatsapp group. 

Our entire fulfillment system is automated and handled by our supplier. Nothing needs to be done on our end. 

In total, 4 people are involved in the business:
Myself: CEO
My VA: Customer Service
Drop-shipping agent: Handles fulfillment and works for our supplier
Supplier: Handles billing of cost of goods

Why have you decided to sell the business?

Personal reasons. I would like to focus on my studies and hopefully start my own private fashion label as this is my dream as a fashion designer.  I wholeheartedly believe in BTS Army Merch, so this has not been an easy decision to make.

What does someone need to do or know to continue operating the business in its current form?

  • Knowledge on Facebook ads would be important unless the new owner would like to outsource this task. 
  • Knowledge on how to use Shopify and how to manage an online business.
  • Knowledge on KPOP (specifically BTS) to relate to customers is advantageous, but not necessary as the store is already set up. 

Can you list a few potential growth opportunities for a prospective buyer?

  • Expand marketing to include other platforms such as TikTok
  • Make use of instagram influencers to post images of products
  • Add new products to the store when new albums are released
  • Include more artists merch on the website (example: TXT)


Benjamin Weiss

Benjamin Weiss

Benjamin Weiss is a marketing all-star at Flippa. He has well over a decade of experience running multifaceted marketing programs within the CPG industry and knows just what it takes to drive a business from vision to reality. You will often find him enjoying a cold beer on a hot day in Austin, TX.